The document outlines the typical format and sections of a marketing plan, including: 1) An executive summary that overviews the plan's main objectives and recommendations. 2) A situation analysis that describes the institution's current position and forecasts as well as opportunities, threats, strengths and weaknesses. 3) Goals and objectives that specify where the institution aims to head. 4) A marketing strategy to attain the goals through targeted markets, marketing mix decisions, and expenditure levels. 5) An action program that translates strategies into specific activities over a 12-month period. 6) Budgets that project revenues, expenditures, enrollment, and costs based on the objectives, strategies and actions. 7) Controls

1. THE FORMAT
MARKETING PLAN

2. The format Marketing Plan
1. Executive
summary
2. Situation
Analysis
3. Objectives and
Goals
4. Marketing
Strategy
5. Action
Programs
6. Budgets
7. Controls

3.  The planning document should open with a summary
of the main objectives and recommendations
presented in the plan.
1. EXECUTIVE SUMMARY

4. 2. SITUATION ANALYSIS
• The first major section of the plan is the situation
analysis . Here the administrator describes the major
features of the situation affecting his or her operation.
• The situation analysis consists of four subsection:
i. Background
ii. Normal forecast
iii. Oppurtunities and Threats
iv. Strengths and weaknesses

5. 3. GOALS AND OBJECTIVES
• The situations-analysis section describes where the
institution stands and what its likely will be if no changes
are made.
• Now the director must propose where the undergraduate
admissions office should head. Specific goals and
objectives need to be set.

6. 4. MARKETING STRATEGY
• The director then outlines a marketing strategy for attaining
the specified goals and objectives – the steps admissions
office personnel will carry out to achieve the increase in
new students.
• Marketing strategy consists of a coordinated set of
decisions on
i. Targets markets
ii. Marketing mix
iii. Marketing expenditure level

7. 5. ACTION PROGRAM
• Each strategy element must be transleted into
appropriate actions.
• The overall action plan can be charted, with the twelve
month ( or 52 weeks) of the year serving as columns
and the various marketing activities will be started,
reviewed, and completed.
• The actions plan can be revised as new problems and
opportunities arise.

8. 6. BUDGETS
• The objectives, strategies, and planned actions form the
basic for preparing the budget.
• For institutions ang programs that must match revenues
and expenditures, the budget is essentially a projected
profit-and-loss statement.
• On the revenue side, it shows the forecasted unit
enrollment and the costs of providing the service as well as
marketing operations, financial planning, and personnel
recruitment.

9. 7. CONTROLS
• The last section of the plan describes the controls that
will be used to monitor the plan’s progress.
• The objectives and budgets can be spelled out for
each month or quarter; then top administration can
review the results each period.
• This completes the description of the contents of a
marketing plan.